Vertical video has been gaining popularity across social media and other digital advertising platforms in recent years. Yet, horizontal video is still prevalent and doesn’t seem to be going away anytime soon.

So, which video format should you choose for your marketing?

Spoiler alert: You’re probably going to want to shoot both.

Let us explain…

Benefits Of Horizontal Video

The most common format

It’s no secret that horizontal video is the most popular format—it’s been the standard in media for decades. That’s probably because our eyes are naturally calibrated to see horizontally. Since we’re used to seeing the world in a horizontal orientation, it feels natural. That’s also why most computer screens, TVs, and professional camera sensors are set in a horizontal format.

Better for long-form content

When it comes to shooting long-form content like interviews, educational videos, or brand overview videos, horizontal video is your best bet. This format gives you more room to work with when it comes to adding text or graphics, and is generally less jarring for viewers to watch for extended periods of time.

More professional looking

Depending on your field and target audience, horizontal video will give your business’s marketing content a polished, professional look. This format is also great for repurposing existing footage or integrating photos and graphics into your video.

Benefits Of Vertical Video

Optimized for mobile

Roughly 60% of all internet traffic (60.66%, to be exact) now comes from mobile devices, so it’s no surprise that vertical video is on the rise. This format is designed to be viewed on smaller screens, which makes it perfect for social media and other mobile-first advertising initiatives. And, with more and more people using their phones as their primary internet source, creating mobile-friendly content is essential for your business.

New opportunities to get creative

Vertical video opens up a whole new world of possibilities for creative framing and composition. You can use the taller, thinner frame in new ways—whether you want to highlight one specific product or try new angles or leave room at the top and bottom for text animations. You can even use the extra vertical space to incorporate landscape elements that would be tough to combine in a horizontal format.

Preferred by several social media platforms

If you are posting your video to social media platforms like Instagram or Facebook Reels and Stories, Snapchat, or TikTok, you’ll want to embrace the vertical video format. These types of videos are meant to be viewed while scrolling through your feed on your phone. And vertical videos will fill the screen, giving your users a better experience. Some social media platforms, like LinkedIn and posts in the Facebook feed, however, still favor horizontal video.

Choosing Between Horizontal And Vertical Video

So, when should you use each format? Well, it really depends on the context. Where the video will be watched, along with your target audience and goals, are key factors.

If you’re creating marketing video content for your website or YouTube, like a brand overview video, horizontal is the way to go. If you’re capturing quick tips or behind-the-scenes style content for your brand’s social media, you’ll probably want to shoot vertical.

Or do both! With a little extra planning and intentional set-up, you can shoot the video horizontally and crop it in post-production to a vertical format too. That way, you’ll be covered across all your digital advertising channels.

When it comes to shooting horizontal or vertical video, there is no right or wrong answer. Our video production experts at Geek Town USA assess your individual project and marketing goals to adapt your video to meet your unique needs.
Still have more questions about your brand’s video content? Contact our geeks today!